How-to Guide: Set up a Conversion Optimization Test With the TrustBox Optimizer

The TrustBox Optimizer is a conversion optimization tool that is built into all TrustBoxes and can be used to track and optimize how TrustBoxes impact your on-site conversion rate. We apply the principles of A/B split testing to compare the performance of two or more TrustBox variations on your website. We then use the data collected to recommend the best TrustBox setup or placement, and help optimize your website’s conversion rate.

You can perform two types of tests, either of which can be set up in Step 1 below:

1. Test with and without a TrustBox

Test how your website performs with Trustpilot reviews. By default, your visitors are divided so an equal percentage of them will see only one of the TrustBox variations (or no TrustBox) on your website. This test will help you understand where reviews have the most impact on your website, and it creates an initial benchmark from where you can continue optimizing how you use your customer reviews. You can even compare no TrustBox against two TrustBox variations. See details below.

2. Test different TrustBoxes and placements

Test how 2 different TrustBox variations perform, and which one has the highest impact on conversion. In this case, we’ll only show one variation at a time to half of your visitors (50/50 split by default). This test allows you to compare how two variations perform so you can optimize and find the variation that has the biggest impact.

Getting the Most Out of the Optimizer

Remember! The TrustBox Optimizer is designed for you to run multiple tests. If you’re not satisfied with the results from the first test - or even if you get amazing results - don’t stop there! Running more tests will help you to learn and refine how you use TrustBoxes and help you to impact your conversion rate positively.

How to Start Your First Conversion Optimization Test

To set up a Conversion Optimization Test, go to the TrustBox Library in the Business Portal and click on Optimize your TrustBox. This will take you to the test setup flow, where you can configure the test and grab the code.

Step 1: Select the TrustBoxes You Want to Test

Select the TrustBox(es) you want to include in the test depending on which type of test you wish to run. You can choose Variation without TrustBox and compare this against 1 or 2 TrustBoxes, OR you can choose 2 TrustBox variations to compare against each other in a split test.

To test with and without a TrustBox – select Don’t show TrustBox and up to 2 TrustBoxes.

To test different TrustBoxes or placements – select up to 2 TrustBoxes.

Configure your chosen TrustBox and click Select for test.

Once you’ve selected the variations you want to test, the Continue button will be activated (blue) and you can proceed to the next step.

Step 2: Configure Your Test Settings

On the Optimization Test settings page, you can see the visibility of each of your variations. Here you can decide what percentage of your total visitors are going to see each variation. We recommend you to keep the default settings as this will provide results fastest and will make comparing them easier.

Note: It is also possible at this stage to add a third variation without a TrustBox by clicking on + Add a variation without TrustBox.

The duration calculator can be used to estimate how long the test will need to run for in order to get statistically significant results. The calculations are based on some basic data about your website (this data can be approximate numbers). As the calculated duration is an estimate, it does not guarantee accuracy: the test can take longer, shorter, or it might not achieve statistically significant results at all. The maximum time a Conversion Optimization Test can run is 2 months. If your estimate goes beyond this time, we would advise you to either change the page you are testing the TrustBoxes on, or increase the conversion rate lift you would like to detect.

Click on Get Code to proceed to the next step (and see the code snippets you need to implement on your website).

Step 3: Get Code and Implement it on Your Website

Implement all the code from this step on your website. Position the TrustBoxes where you’d like them to appear on your site. Your visitors will see only one variation at a time, based on your test settings. Remember to also implement the conversion tracking code at the point of conversion.

Note: A conversion occurs when a visitor to your website completes a desired goal, such as making a purchase, filling out a form, or downloading something. Pick the conversion point that is most relevant for your business, and where you expect that your TrustBox can influence one of your main business metrics.

TIP: Click on Email this code to send it to yourself or your developer. You will get a sharable link containing all the necessary instructions and code snippets to get the test running.

Important: If this is not your first test with the TrustBox Optimizer, make sure you remove the code from your previous test before implementing the new code.

Copy-paste the code snippets for the TrustBoxes you want to test inside the <body></body> section of your website code, where you want the TrustBox to appear.

Copy-paste the conversion tracking script code inside your website at the point of conversion e.g. newsletter subscription, confirmation of purchase, etc.If you want to see the impact on revenue as well, make sure you populate the additional fields in green with the order details (recommended).

These are three optional variables you can send with the conversion tracking:

For more information about how to add TrustBox(es) on different eCommerce systems, you can check our related support articles.

Click Continue to complete the setup.

Step 4: Monitor Your Test Results

After you have implemented the TrustBox and the conversion tracking script on your website, we’ll be able to combine the impression and conversion events to analyze how the different variations impact your conversion rate and revenue.

Under the Summary tab you'll be able to see an overview of the test results. The test status at the top of the page will display the current status of your Conversion Optimization Test. In addition, you will see a brief overview of the total visitors, conversions, and variations in this test.

Under the Detailed report tab you'll be able to see in-depth information on the currently running Conversion Optimization Test. When the tool has collected enough data, it will display recommendations for next steps based on the results.

Note: if you want to make any changes to the settings of a running test, you'll have to restart the test with the same variations. Tests that have been running for less than 7 days will be deleted, any other tests will be saved on the history page.

How to Stop a Test

Important: If you want to start a new Conversion Optimization Test, follow the instructions in the section below: How to Start a New Test.

Step 1: Quick stop of Conversion Optimization Test

Go to the Test settings tab and set the visibility of the variation you would like to keep on 100%. This will hide the rest of the variations from your visitors. We recommend that you follow the instruction in Step 2 at your first opportunity.

Step 2: Completely Stop a Conversion Optimization Test

You can also end a test by removing the Conversion Optimization Test code you have implemented on your website:

If you want to keep a variation that has a TrustBox, remove the data-group attribute from the div code.

If you want to completely remove the TrustBoxes, remove all code from <head></head> and <body></body> sections.

Unless you are planning any additional tests, remove the conversion tracking code too.

How to Start a New Test

In order to start a new Conversion Optimization Test you need to make sure you’ve completely removed the code from your previous tests, so you can be sure your data report is accurate.

Step 1: Completely stop previous Conversion Optimization Tests

If you want to keep a variation that has a TrustBox, remove the data-group attribute from the TrustBox code.

If you do not want to keep any of the previous variations, remove the entire TrustBox code from the <body></body>.

Step 2: Start the new test

Frequently Asked Questions

How do you generate conversion insights for my business?

After you implement your TrustBox and the conversion tracking script on your website, we’ll be able to combine the impression and conversion events to analyze how customer reviews impact your conversion rate and revenue.

We do this by applying the principles of A/B split testing, which help us compare and derive insights from:

How your website performs with TrustBoxes showing customer reviews. By default, your visitors are divided so an equal percentage of them will see only one of the TrustBox variations (you can test up to 2 TrustBoxes), or no TrustBox.

How two different TrustBox variations perform and which one has the highest impact on conversion. In this case we’ll only show one variation at a time to half of your visitors (by default 50/50 split).

PRO TIP: Keep an even visibility split between the tested variations in order to get faster and easier-to-compare results.

What is a conversion? What kind of conversions can I track?

A conversion occurs when a visitor to your website completes a desired goal, such as filling out a form or making a purchase. Pick a conversion point that is most relevant for your business and you expect that your TrustBox will influence - typically one of your main business metrics.

With the conversion code in place, we’re able to measure the following:

Which TrustBox should I choose?

The best TrustBox for your website will depend on, among other things, your website’s layout and the typical user journey.

Keep in mind that reviews and your TrustScore are only valuable if your customer can actually see them - this is essential for social proof. We recommend placing your TrustBox above the fold or generally close to key decision points.

PRO TIP: Try out different variations and keep experimenting to get optimal results.

On which pages should I put a TrustBox?

The best way of selecting where to place a TrustBox in the user journey, and where to experiment with different variations should be based on:

Which landing pages get the most traffic?

What type of traffic do you drive to your website and what are the biggest difficulties in convincing users to buy from you?

Where in the conversion funnel do you see the biggest drop off rates?

What are the key decision points?

PRO TIP: Try out different variations and keep experimenting to get optimal results.

How long before I can see any conversion insights?

We'll start collecting data as soon as you implement the TrustBox and the conversion code on your website.

During the first week of your test running, or if the level of traffic is very low (under 200 visits), we will not show the detailed report, as it’s too early to draw any conclusions from a small data sample. After that period, you will begin to see a detailed report with your test results based on the data collected thus far. The report is generated once a day and is based on all data collected since the beginning of the test. The longer you let the test run, the more data we can collect and the more accurate your results will be. Although, we would recommend not to extend the test period beyond 8 weeks.

PRO TIP: Test on high-traffic pages so you can get more accurate results in a shorter timeframe.

What should I do if I don’t get the expected results?

Any result is a good result and will expand your knowledge about your website and your customers. We recommend you try out different variations and run multiple tests (one at a time) with one or more TrustBoxes to find the solution with the highest impact.

What does “Chance to win” mean?

Chance to win represents the probability of the tested variation to outperform the other variations in the test. Below is a table that sums up the different percentages in three main groups. You can read more about this here: Understanding your Conversion Optimization Test results.